NFL Football Fit — Grand Opening Campaign Series · 2021
Browns Fit
Grand opening campaign for the Cleveland Browns fitness club — Dawg-Pound voice translated into a premium fitness brand.
- Role
- Creative Director · Designer · Photographer
- Client
- Cleveland Browns · M6 Football Fit
- Medium
- Print · Email · Digital · Social · Environmental
- Date
- 2021
Challenge
Browns Fit opened in Cleveland against a Dawg-Pound brand identity that's louder, more irreverent, and less corporate than the rest of the league. The campaign had to honor that voice while clearing a premium fitness brand bar — and avoid the "team-themed gym" trap where the licensing does the work and the brand stays cosmetic.
Approach
[TBD: per-market campaign breakdown — presale, grand opening, and retention beats. Print, email, digital, social, and environmental graphics. Browns-specific brand voice tuned to the Dawg-Pound register without losing the premium fitness brand frame. NFL brand-standards compliance. Photography direction.]
Outcome
[TBD: market-specific metrics — leads in the presale window, opening-week membership counts, channel performance against benchmarks set at series level.]